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Unilever's brand team has worked with PB Creative to develop an identity and packaging designs for V05's new Style Edit hair cosmetics range. The handbag sized products have been created for millennials looking for easy, on-the-go styling at festivals and statement occasions.

The agency's challenge was to conceive an original, on-trend look that would stand apart from V05's core 'everyday' range while retaining cross-brand synergy and capitalising on existing brand equities. The design also needed to be versatile enough to be used both on pack and for off-pack communications.

For continuity PB Creative retained V05's distinctive two tone pink palette and long standing 'flag' and 'stamp' marks as part of the identity backdrop and then introduced marble metallic accents to single out individual SKUs. A unique diamond graphic icon was devised to help navigation across the smaller packaging formats and to ensure impact at all points of sale from shelf and online to live events. The result is fashion forward and highly desirable.